CO-CREATION VALUE THROUGH CUSTOMERS’ PROACTIVE ENGAGEMENT: A CASE STUDY ON HEINEKEN (B)

The innovation efforts at Heineken company focus on using open innovation platforms in order to engage stakeholders in the co-creation process. Thus, the current case the study continued the emphasis on company’s approach regarding open innovation, focusing on digitizing innovation and the use of the online environment to interact with their customers, by collecting innovative ideas. The main purpose of the analyzed online platforms used by Heineken is the collaboration with external stakeholders, individual customers or innovative companies with activities based on technology, which may contribute to their innovations to providing new solutions for company’s areas of interest. The scientific the research aims to underline the importance of using online instruments for open innovation, highlighting the experience of Heineken, which engages innovators in the co-creation process, aiming to maintain a continuous dialogue with their customers and other external stakeholders.